How to Talk to Prospective Clients About SEO
Alright, let’s set the scene: You’re sitting across from a potential client who might think “SEO” stands for “Some Enigmatic Object.” For many, SEO is this ambiguous “thing” they know they need but don’t fully understand. So the goal is simple: demystify SEO, explain its real benefits, and—most importantly—show them why you are the person to trust with their SEO needs and problems.
This SEO Premier Blog lets us dive into a few expert strategies to turn that initial scepticism into excitement and seal the deal on your SEO services.
Start with Relatable Analogies of SEO
Right out of the gate, assume that the prospects are not 100% clear on what SEO entails. Use simple, relatable analogies to explain the basics. For example, tell them SEO is like owning property. Just as they want their office or store in a prime location, SEO helps secure their website a prime “spot” on search engines where potential customers will find them easily.
Or in the world of fitness, SEO is like a personal fitness journey. Results don’t happen overnight, and consistency is key. Like building muscles, building search authority takes time, adjustments, and expert guidance.
This step instantly breaks down complex ideas into something familiar and sets the stage for the rest of your pitch.
Highlight the Power of Being Found Organically
Clients often see SEO as an additional expense—so here’s where you need to explain why organic traffic is gold. Paid ads are great, but they’re temporary. SEO, on the other hand, is a long-term investment that builds value over time.
Explain to clients that 75% of users never scroll past the first page of search results. Without SEO, their business risks staying buried on page two or beyond, missing out on valuable traffic. Drive the point home with a solid fact: the click-through rate (CTR) of a site that ranks #1 on Google can be over 25%, whereas sites lower on the page drop to less than 5%. This data helps clients realise that SEO isn't just a "nice-to-have"; it’s essential for sustained digital growth.
Break Down Your SEO Strategy into Clear Phases
SEO can sound overwhelming, so outline your approach in phases. This roadmap offers transparency and sets realistic expectations for results. Here’s a handy format:
Phase 1: Audit & Strategy – Tell them about the comprehensive audit you’ll conduct to assess where they stand in terms of keywords, competition, and site health.
Phase 2: On-Site Optimization – Explain how you’ll improve their site’s infrastructure, content, and meta tags to make it search-friendly.
Phase 3: Content & Authority Building – Describe the blog posts, link-building, and guest posting strategies you’ll employ to strengthen their online presence.
Phase 4: Monitoring & Adjustment – Emphasise that SEO is never a “set it and forget it” process. By continually analysing data, you’ll adapt and fine-tune the strategy for maximum impact.
This structured approach is practical, digestible, and gives clients a clear picture of how you’ll guide their SEO journey.
Share Data-Driven Case Studies and Success Stories
Nothing convinces like proof. When possible, share anonymised examples of past clients, detailing the results they saw over six months, a year, or even beyond.
Show the client’s website profile and their baseline stats. It includes monthly visitors, keyword rankings, or sales before implementing SEO. Then share your strategy: Explain the specific actions you took from keyword targeting to content improvements and technical fixes. Lastly, share the results. Highlight the tangible improvements in organic growth, keyword rankings, conversion rates and lead generation.
Clients want to see that your strategies have delivered real results. Use this data to validate your expertise and earn their trust.
Make SEO Trends Your Secret Weapon
Stay up-to-date with the latest SEO trends and make these insights part of your pitch. By showing your familiarity with current SEO trends, you position yourself as a forward-thinking partner who will keep their strategy ahead of the curve. Here are a few trends that resonate with clients:
Voice Search Optimization: With the rise of smart speakers, more people are using voice search, which then affects keyword strategies. Share how you’ll optimise for natural, conversational phrases that voice search users often employ.
Mobile-First Indexing: Many clients may not realise that Google prioritises mobile versions of websites. Talk about optimising for mobile to improve their search rankings and user experience.
Core Web Vitals & User Experience: Explain how Google’s focus on page speed, interactivity, and stability can make or break their site’s performance in search results.
Make the Pitch Personal and Unique
Each business is different, so avoid a cookie-cutter pitch. Show them you understand their specific industry and challenges. Reference competitors, mention unique aspects of their business that would work well for SEO, and weave in data that speaks directly to their niche.
For instance, if you’re talking to an e-commerce brand, focus on SEO tactics like product page optimization and local SEO if they have physical stores. Personalisation shows you’re not just another agency with a generic pitch, you’re committed to their specific needs.
Closing with Value in Mind
Talking to prospective clients about SEO is your chance to showcase your expertise, transparency, and enthusiasm for their business’s success. By following these steps, you’ll be able to position yourself as a trustworthy, knowledgeable partner who knows the ins and outs of SEO and can guide them to real, sustainable growth.
So, next time you’re in a client meeting, use these strategies to make SEO come alive—and watch as they realise just how invaluable your services are.
